CEO speaks at Milano Beauty Week event

Able C&C CEO Shin Yu-jeong speaks at the Orient Trade Beauty Night Club event during Milano Beauty Week 2026 on Wednesday (local time), addressing the growth of K-beauty and new opportunities in the European market. [Able C&C]
Able C&C CEO Shin Yu-jeong speaks at the Orient Trade Beauty Night Club event during Milano Beauty Week 2026 on Wednesday (local time), addressing the growth of K-beauty and new opportunities in the European market. [Able C&C]

Able C&C, the operator of beauty brand Missha, said Friday that its CEO Shin Yu-jeong spoke at a side event of Milano Beauty Week 2026.

Shin addressed the Orient Trade Beauty Night Club event at the VIU Hotel in Milan on Wednesday (local time), sharing views on the drivers of K-beauty's growth and shifts in the global beauty market with about 400 European beauty industry professionals.

Shin cited the high expectations of Korean consumers as a key factor behind K-beauty's rise, explaining that their exacting standards — scrutinizing ingredients, functions, efficacy and skin health — have pushed brands to continuously improve and innovate their products.

She also pointed to the Korean perception of makeup as an extension of skincare as another force driving product innovation. As a prime example, she highlighted Missha's BB cream, which combines skincare, makeup and sun protection in a single product.

Noting the heritage of the European beauty industry, where brands with more than a century of history exist, Shin said she hopes the Korean beauty sector can produce brands that last just as long while staying true to their core identity. "I will do my best to make Missha one of them," she said.

Meanwhile, Able C&C posted record quarterly sales in Europe in the second quarter, with European sales rising 48 percent year on year. Overseas sales grew 38 percent in the same period, expanding their share of total sales to 75 percent.


spa@heraldcorp.com